EP 027 - Pricing Done Right with Tim Smith, Author & Pricing Expert at Wiglaf Pricing

In this engaging conversation, Tim Smith, a renowned expert in pricing, delves into the critical role of pricing as a strategic imperative for companies. He shares his personal journey into the field, highlighting key milestones that have shaped his distinguished career. Tim addresses common pitfalls that companies encounter in their pricing strategies and underscores the necessity of strong leadership in making pricing decisions.

Throughout the discussion, Tim introduces the frameworks he employs to assess and improve pricing strategies, including the value-based pricing framework and the SpinoMeter. He underscores the crucial importance of understanding customer perception of value, using compelling examples from companies like Southwest Airlines and AutoCAD to illustrate successful value-based pricing.

Tim also explores various pricing structures and their practical applications, discussing how technology is transforming the landscape of pricing. Looking ahead, he envisions a future where pricing is recognized as a strategic function, emphasizing the need for greater professionalization in the field. This conversation offers valuable insights into the principles and challenges of pricing, providing a roadmap for companies to enhance their pricing strategies and drive business success.

Takeaways

- Pricing is a strategic imperative that requires leadership and should be championed at the highest levels of the organization.

- Companies often make mistakes in pricing, such as allowing salespeople to discount excessively or relying on pricing to fix marketing or targeting problems.

- The value-based pricing framework and the SpinoMeter are useful tools for evaluating and improving pricing strategies.

- Successful pricing is based on understanding how customers perceive value, not just the cost of production or margin.

- Value-based pricing can lead to higher margins by aligning prices with the perceived value of the product or service. Understanding the customer's alternative and whether they care about the difference in value is crucial for pricing decisions.

- Value-based pricing can lead to higher margins if the customer perceives a higher value.

- Different pricing structures, such as two-part tariff, tying arrangements, unit pricing, versioning, price segmentation, revenue management, subscription-based pricing, and fully dynamic pricing, can be applied depending on the situation.

- Pricing is becoming a strategic function and organizations are recognizing its impact.

- Technology, including AI and data analysis, is being used to improve pricing decisions.

- The future of pricing lies in professionalization and treating pricing as a discipline.

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Quotes

“Pricing is a quantitative field. If you can't do the math, you kind of don't belong here.”

“(Strategy) is both a statement of where you want to go and a statement of where you will not play.”

“Organizations that treat pricing decisions slowly and methodically, not quick, which is completely opposite to what a sales wants, but slowly and methodically outperform in the long term, have higher return on assets, are more profitable in the long term than those that just treat it as a political football.”

“One of the common refrains I hear from CEOs and CFOs is that price is just a result of market dynamics. We've got supply, you've got demand, they come to equilibrium, there's nothing I can do about that.”

“So that was one where they didn't let salespeople do any discounting. The more common mistake is they let the salespeople do anything they want to.”

“If you can't make more money, you're going to have to fire people.”

“The world of pricing focuses on the area between the commodity and the one-off, and that enables a lot of opportunity spaces.”

“It would be hard to describe the price paid for a Louis Vuitton without talking about using pricing as a point of differentiation and exclusivity in and of itself.”

“In business markets, it's more the price structure that's going to change things than the actual price point.”

“Make it easy for the salesperson to communicate and understand, that doesn't mean that they have to know all of the mathematics behind it.”

“It plays many roles, discounts and rebates. Fundamentally though, they play the role of price discrimination between the list price of the offering and customer specific buying behaviors.”

“If you're an incumbent, you want a complex bill. If you're the invader, you want a simple bill. And repeatedly, this invader doesn't succeed very well.”

“Pricing is emerging from being considered just an administrative function into being considered a strategic function.”

“Pricing has been and is using artificial intelligence to drive better pricing decisions.”

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Where to find Tim Smith: